Juul is cited many times in that document. I am generally intrigued by Juul. Their intention to "end combustible smoking" and help "adult smokers" smoke with less pain/more easily seems good for the target user (create a system with fewer toxins-to-nicotine ratio). The side-effect of engineering a better system is that it's easier for all users to smoke, i.e. intended for adults, but tech-savy kids will devour this concept).